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市場調查報告書
商品編碼
1797950
2032 年防水化妝品市場預測:按產品類型、形式、價格分佈、分銷管道、最終用戶和地區進行的全球分析Waterproof Makeup Market Forecasts to 2032 - Global Analysis By Product Type, Form, Price Range, Distribution Channel, End User and By Geography |
根據 Stratistics MRC 的數據,全球防水化妝品市場規模預計在 2025 年將達到 183 億美元,到 2032 年將達到 303 億美元,預測期內的複合年成長率為 7.5%。防水化妝品旨在防止在接觸水、汗水、濕氣和皮脂時暈染、褪色和暈染。這些產品採用長效聚合物、有機矽化合物和疏水劑配製而成,可在皮膚和睫毛上形成持久的薄膜。防水化妝品廣泛應用於睫毛膏、眼線筆、粉底和唇部產品,深受追求高效、防暈染美妝解決方案的消費者的青睞,因為它們即使在惡劣的環境條件下也能確保持久妝效和美觀度。
對持久、防脫妝化妝品的需求不斷增加
現今的消費者,尤其是生活方式活躍的消費者,更注重在各種環境下(包括暴露於潮濕、汗水和水中)都能保持出色持久力的產品。這種需求源自於忙碌的職業生活方式,消費者尋求無需頻繁補妝,即使在漫長的工作日也能保持完美妝容的妝容。社群媒體平台進一步加速了這一趨勢,美妝達人透過教學和評測展示防水化妝品的功效,幫助這些產品在追求全天候妝效的年輕族群中普及。先進配方技術的融合,使製造商能夠開發兼具防水性能和護膚功效的產品,從而打造出吸引當今注重美妝的消費者的多功能解決方案。
製造成本高
生產防水化妝品需要添加特殊蠟、矽酮和聚合物樹脂等先進成分,與標準化妝品配方相比,生產成本顯著增加。業界數據顯示,專用防水成分可使生產成本增加高達 25%。這會導致零售價格上漲,使防水產品的價格遠高於傳統產品,並可能限制其更廣泛的消費者群體。
進軍男士美容領域
防水化妝品透過策略性地進入快速發展的男士美容市場,提供了成長機會。越來越多的男性消費者開始使用化妝品,這得益於他們對細緻持久的妝效解決方案的興趣日益濃厚,這些解決方案可以遮蓋瑕疵,並實現膚色均勻。像War Paint男士防水遮瑕膏這樣的產品就反映了這一新興趨勢,滿足了消費者對低調而有效的化妝品解決方案的需求。隨著美容消費領域傳統的性別界線逐漸消失,這種人口結構的變化代表著一個尚未開發的市場機會。品牌可以利用這一趨勢,開發專門針對男性偏好的防水產品,以獲得自然妝效、持久遮瑕的效果,使其能夠適應活躍的生活方式和職業環境,從而顯著擴大其潛在市場。
更嚴格的法規和禁用成分
化妝品成分監管收緊可能導致生產成本大幅上漲,而這些成本通常會轉嫁給消費者,這可能會影響銷售量和市場准入。防水卸妝通常需要專門的卸妝和卸妝油,而這些卸妝液和卸妝油對敏感肌膚可能較為刺激,導致消費者擔心其可能對皮膚健康造成刺激和長期影響。此外,日益增強的環保意識也引發了人們對防水化妝品成分及其生態影響的關注,迫使製造商投資永續的替代配方。隨著相關部門實施更嚴格的法規以確保產品安全和真實性,合法製造商也面臨額外的合規負擔,仿冒品也隨之湧入市場,進一步加劇了監管環境的複雜性。
新冠疫情對防水化妝品市場造成了重大衝擊,口罩強制令和居家令導致消費者需求下降,從根本上改變了美妝消費模式和消費重點。根據聯合國商品貿易統計資料庫的數據,全球化妝品進口量在2020年已從疫情中復甦,2020年至2021年間成長了13%。疫情將消費者的注意力從彩妝轉向護膚,佩戴口罩減少了全臉遮瑕的需求,尤其對粉底和唇部產品類別造成了衝擊。然而,包括防水睫毛膏和眼線筆在內的眼部彩妝類別表現出相對的韌性,因為消費者仍然更傾向於可見的面部特徵,而不是佩戴口罩。
睫毛膏市場預計將成為預測期內最大的市場
預計睫毛膏細分市場將在預測期內佔據最大市場佔有率,這主要得益於消費者對能夠經受日常活動和環境考驗的眼部美妝產品的基本需求。防水睫毛膏已成為必備化妝品,尤其因其能夠保持清晰濃密的睫毛,即使長時間使用也不會暈染或暈染,而備受青睞。該細分市場的主導地位因其多功能性而得到鞏固,吸引了廣泛的消費者群體,從需要防汗配方的健身愛好者到追求全天候妝效的職業女性。社群媒體影響力人士顯著推動了防水睫毛膏的普及,美妝教學定期展示使用前後的顯著變化,以彰顯產品的功效。
預計預測期內凝膠部分將以最高的複合年成長率成長。
預計凝膠類產品將在預測期內實現最高成長率,這得益於消費者對眉毛產品精準塗抹和持久耐用性的日益成長的偏好。防水凝膠配方,尤其是眼線膠和眉膠,因其卓越的精準度和持久性而備受青睞。追求自然眉妝和精準眼妝的趨勢日益成長,顯著提升了凝膠類產品的需求,其中 Anastasia Beverly Hills 的 Dipbrow Pomade 等產品引領了市場潮流。凝膠類產品相較於傳統的粉狀和液體產品,具有獨特的優勢,包括更強的遮蓋力、更順滑的塗抹體驗以及對環境因素的耐受性。產品創新進一步支撐了凝膠類產品的成長,製造商不斷開發將防水特性與護膚成分相結合的凝膠配方,以吸引尋求多功能美容解決方案的消費者。
預計亞太地區將在預測期內佔據最大的市場佔有率,這得益於強勁的經濟成長和不斷升級的美容標準。韓國和日本的美容趨勢顯著影響了該地區的市場領導地位,這兩個國家對完美持久妝容的重視極大地推動了全部區域防水產品的普及。中國、韓國和日本憑藉其蓬勃發展的美容行業、對先進化妝品技術的強勁消費者需求以及可支配收入的顯著成長,在該地區佔據了主導地位。該地區大部分地區氣候潮濕,對防水化妝品的需求自然增加,而都市化和女性勞動力的參與也將繼續推動市場擴張。
預計亞太地區將在預測期內呈現最高的複合年成長率,這得益於新興經濟體迅速擴大的消費群和不斷上升的可支配收入。該地區的成長軌跡受到印度和印尼等國顯著的市場擴張的支持,這些國家越來越意識到防水化妝品的好處,並且採用了西方美容標準,從而推動了前所未有的需求。電子商務平台的擴張在該地區的成長中發揮關鍵作用,透過阿里巴巴、亞馬遜和 Flipkart 等主要平台,韓國、印度和日本等國的線上美容產品銷售強勁。光是在印度,電子商務美容交易額預計到 2024 年就將達到 1,000 億印度盧比。該地區受益於強大的製造能力、創新的產品開發以及全球美容巨頭和新興國內品牌的戰略定位,這些品牌都瞄準注重價格、尋求高階防水化妝品解決方案的消費者。
According to Stratistics MRC, the Global Waterproof Makeup Market is accounted for $18.3 billion in 2025 and is expected to reach $30.3 billion by 2032 growing at a CAGR of 7.5% during the forecast period. Waterproof makeup are cosmetic formulations designed to resist smudging, fading, or removal when exposed to water, sweat, humidity, and sebum. These products incorporate long-wear polymers, silicone-based compounds, and hydrophobic agents that create a durable film on the skin or lashes. Widely used in mascaras, eyeliners, foundations, and lip products, waterproof makeup ensures extended wear and aesthetic integrity in challenging environmental conditions, making it popular among consumers seeking performance-driven, transfer-resistant beauty solutions.
Growing demand for long-wear & transfer-resistant makeup
Modern consumers, particularly those with active lifestyles, prioritize products offering superior durability under various conditions, including humidity, sweat, and water exposure. This demand is amplified by busy professional lifestyles where consumers seek makeup that maintains flawless coverage throughout extended workdays without requiring frequent touch-ups. Social media platforms have further accelerated this trend, with beauty influencers showcasing waterproof makeup effectiveness through tutorials and reviews, driving widespread adoption among younger demographics seeking all-day performance. The integration of advanced formulation technologies has enabled manufacturers to develop products that combine waterproof properties with skincare benefits, creating multifunctional solutions that appeal to modern beauty-conscious consumers.
Higher price points
Manufacturing waterproof cosmetics necessitates incorporating advanced ingredients such as specialized waxes, silicones, and polymer resins, which substantially increase production costs compared to regular makeup formulations. According to industry data, specialized waterproof ingredients can raise production costs by up to 25%. This premium cost translates to higher retail prices, making waterproof products significantly more expensive than their conventional counterparts and potentially limiting accessibility to broader consumer segments.
Expansion into men's grooming
The waterproof makeup presents growth opportunities through strategic expansion into the rapidly evolving men's grooming market, where there's increasing acceptance of cosmetic products among male consumers driven by growing male interest in subtle, durable makeup solutions for concealing blemishes and achieving even skin tone. Products like War Paint for Men's waterproof concealer exemplify this emerging trend, addressing demand for discreet yet effective cosmetic solutions. This demographic shift represents an untapped market opportunity as traditional gender barriers in beauty consumption continue to dissolve. Brands can capitalize on this trend by developing specifically formulated waterproof products tailored to men's preferences for natural-looking, long-lasting coverage that withstands active lifestyles and professional environments, thereby expanding their total addressable market significantly.
Increasing regulatory scrutiny & ingredient bans
Stricter regulations regarding cosmetic ingredients can lead to substantial increases in production costs, which are often transferred to consumers, potentially affecting sales volumes and market accessibility. The removal process of waterproof cosmetics often requires specialized makeup removers or oils that can be harsh on sensitive skin, leading to consumer concerns about potential irritation and long-term skin health impacts. Additionally, growing environmental awareness has led to scrutiny of certain waterproof makeup ingredients and their ecological impact, forcing manufacturers to invest in sustainable formulation alternatives. The presence of counterfeit products in the market further complicates the regulatory landscape, as authorities implement stricter controls to ensure product safety and authenticity, creating additional compliance burdens for legitimate manufacturers.
The COVID-19 pandemic significantly impacted the waterproof makeup market through reduced consumer demand due to mask-wearing mandates and stay-at-home orders, fundamentally altering beauty consumption patterns and priorities. According to the United Nations Comtrade database, global cosmetic imports experienced disruptions during 2020 before recovering with 13% growth from 2020 to 2021. The pandemic shifted consumer focus toward skincare over makeup, as mask-wearing reduced the need for full-face coverage, particularly affecting foundation and lip product segments. However, eye makeup categories, including waterproof mascara and eyeliner, demonstrated relative resilience as consumers maintained emphasis on visible facial features above masks.
The mascara segment is expected to be the largest during the forecast period
The mascara segment is expected to account for the largest market share during the forecast period, driven by fundamental consumer demand for eye enhancement products that withstand daily activities and environmental conditions. Waterproof mascara has become an essential cosmetic staple, particularly valued for its ability to maintain definition and volume without smudging or running throughout extended wear periods. The segment's dominance is reinforced by its versatility across demographics, appealing to consumers ranging from fitness enthusiasts requiring sweat-resistant formulations to professional women seeking all-day performance. Social media influence has significantly boosted waterproof mascara adoption, with beauty tutorials consistently showcasing dramatic before-and-after transformations that highlight product effectiveness.
The gel segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the gel segment is predicted to witness the highest growth rate, driven by increasing consumer preference for precision application and enhanced durability in eye and brow products. Waterproof gel-based formulations, particularly eyeliners and brow gels, are preferred for their superior accuracy and long-lasting performance. The rising trend toward natural-looking, well-defined eyebrows and precise eye makeup has significantly boosted demand for gel products, with items like Anastasia Beverly Hills' Dipbrow Pomade leading market adoption. Gel formulations offer unique benefits, including buildable coverage, smooth application, and resistance to environmental factors that traditional powder or liquid products cannot match. The segment's growth is further supported by product innovation, with manufacturers developing gel formulations that combine waterproof properties with skincare ingredients, appealing to consumers seeking multifunctional beauty solutions.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, driven by robust economic growth and evolving beauty standards. The region's market leadership is reinforced by the significant influence of Korean and Japanese beauty trends, which emphasize flawless, long-lasting makeup application and have significantly boosted waterproof product adoption across the region. China, South Korea, and Japan dominate the regional market due to their thriving beauty industries, strong consumer demand for advanced cosmetic technologies, and substantial disposable income growth. Humid climate conditions prevalent across much of the region create natural demand for waterproof makeup solutions, while urbanization and workforce participation among women continue driving market expansion.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR, supported by rapidly expanding consumer bases and increasing disposable incomes across emerging economies. The region's growth trajectory is powered by significant market expansion in countries like India and Indonesia, where rising awareness of waterproof makeup benefits and Western beauty standards adoption are driving unprecedented demand. E-commerce platform expansion plays a critical role in regional growth, with countries like South Korea, India, and Japan witnessing robust online beauty sales through major platforms including Alibaba, Amazon, and Flipkart. In India alone, e-commerce beauty transactions reached INR 100 billion in 2024. The region benefits from strong manufacturing capabilities, innovative product development, and strategic positioning of both global beauty giants and emerging domestic brands targeting price-conscious consumers seeking premium waterproof cosmetic solutions.
Key players in the market
Some of the key players in Waterproof Makeup Market include L'Oreal S.A., The Estee Lauder Companies Inc., Procter & Gamble Co., Shiseido Company, Limited, Coty Inc., Revlon, Inc., Chanel S.A., LVMH, e.l.f. Cosmetics, Unilever, Amway, Beiersdorf AG, Johnson & Johnson, Kao Corporation, Mary Kay Inc., Avon Products, Inc., Tarte, Inc., KVD Beauty, and Anastasia Beverly Hills.
In July 2021, Coty Inc. announces the relaunch of Kylie Cosmetics with new and improved formulas that are clean and vegan, along with refreshed packaging. Consumers will now be able to shop the brand globally through select brick and mortar retailers and a new Direct-to-Consumer website launching July 15 that offers access to both Kylie's cosmetics and skincare brands for the first time.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.